Blue Bottle Coffee
Blue Bottle Coffee Rebranding
With the cold brew category steaming up, Blue Bottle challenges the high-end coffee circle with their tasteful twist on the New Orleans Iced Coffee. To bring their beloved coffee expertise out of their cafes and into the hands and homes of consumers, they embarked on a ready-to-drink offering featuring a new and innovative brand identity that highlights Blue Bottle's core and craft equities and sets it apart on shelf.
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In creating an on-the-go offering, the challenge was determining how to extend the intimate brand experience from carefully curated cafes to a packaged carton design, reaching a larger audience and standing out on shelves in mass retailers. We elevated Blue Bottle’s current equities by clarifying their word mark to increase its stature, simplified the messaging, and played up the iconic blue in unexpected ways, like the saturated gable to cue the most important part of the consumer experience: the sip.
Blue Bottle Coffee Rebranding
We created a new visual identity for the Blue Bottle that stays true to the heart of the brand and its Founder, James Freeman’s original vision, at once challenging coffee category cues while remaining modest and utilitarian. The challenge of working with a simple and iconic brand is how to introduce a secondary visual language with depth that doesn’t complicate the purity of the existing design. By playing with the milk carton’s structure, we enhanced the brand’s iconic equities without losing the brand’s crafted feel.
For a brand that began in the early 2000’s with weekly doorstep deliveries of the freshest coffee, Blue Bottle is continually exacting their flavor standards and the best ways to get them into coffee lovers’ hands. This particular method is specially designed for you to take the all-organic ingredients wherever your day leads you.
